Appreciation scores!

Ster, in close consultation with MarketResponse Nederland BV and 2Gather, set up a study to measure the effect of the Television Context on advertising effects.

Appreciation scores!

Frans KokPublieke Omroep, Netherlands

Bas de VosMarketResponse Nederland BV, Netherlands

SUMMARY

Objective

This study focuses on context and advertising impact. The study was done for the context of television. The purpose was to get a grip on the effect of the context relative to the returns on advertising investments. Based on the insight thus gained, this paper should provide media planners with useful ammunition in their daily practices.

The basic assumption is that the context will lead to a particular mind frame, which in turn leads people to 'consume' the medium differently. This will affect the...

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